John Lewis, Amazon, and Waitrose Lead 2012 UK Loyalty Ratings

We are happy to announce the 2012 Temkin Loyalty Ratings UK, which examines how loyal UK consumers are to 66 large brands. Only 28% of the companies  received “good” or “excellent” loyalty ratings while 39% had “very poor” ratings:

As you can see from the distribution across industries below, groceries and retailers are well ahead of other industries in loyalty of their customers while insurers and credit cards are well behind.

The Temkin Loyalty Ratings are based on three underlying areas of loyalty:

  • Willingness to purchase more products or services
  • Likelihood to recommend the company to a friend or colleague
  • Reluctance to switch business away from the company

We ask consumers to rate their loyalty in these areas on a seven-point scale. The “net” scores for each of these areas is calculated by taking the percentage of consumers that select the top two boxes and subtract the percentage of consumers that select the bottom three boxes. The overall loyalty rating is an average of these three scores. Here’s the loyalty for each of those components:

Here are the top and bottom 10 companies in each of the loyalty components:

To access the full ratings and all of the data associated with this study, visit the Temkin Ratings UK website

The bottom line: Most UK companies have a lot of loyalty to build

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

One Response to John Lewis, Amazon, and Waitrose Lead 2012 UK Loyalty Ratings

  1. Some really interesting stats – thanks!

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